SlideShare a Scribd company logo
Personas are
Polarizing
Lisa Vissichelli
UXPA 2022
Deepen customer connections with
inclusive strategic design
Personas are Polarizing Copyright ©Lisa Vissichelli 2022
All rights reserved. No repurposing of any kind is without permission in writing from the author.
All illustrations, profiles and artifacts created and owned by Lisa Vissichelli and
may not be reproduced or shared without written consent.
The rights to Guess who are owned by Hasbro and are referenced in an educational context
Photography all is from istock and was purchased for educational context
Copyright ©Lisa Vissichelli 2022
Lisa Vissichelli
Lisa Vissichelli
UXPA 2022
All rights reserved. Visuals may be shared for non-commercial use only
All illustrations, profiles and artifacts created and owned by Lisa Vissichelli and may not be reproduced or shared
without written consent.
©Lisa Vissichelli 2022
The rights to Guess who are owned by Hasbro and are referenced in an educational context
Photography all is from istock and was purchased for educational context
Copyright ©Lisa Vissichelli 2022
Persona
A persona, in user-centered design and marketing is a fictional character
created to represent a user type that might use a site, brand, or product
in a similar way. Marketers may use personas together with market
segmentation, where the qualitative personas are constructed to be
representative of specific segments.
- Wikipedia
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
Meet John Doe
About John
● John is saving buy new home and support growing
family.
● He is balancing a stable income and was recently
promoted
● John wants to make the most of assets and
investments
Challenges
● John is trying to future proof his finance but due to
lack of experience and know-how he is stressed.
● He is unsure where to invest his money and how to
plan for the future.
Opportunity
● Help John feel supported in his decision making.
● Reassure him with clear guidelines and information.
Age: 30-40
Work: Manager, Finance
Family: Married with kids
Locations: New York, NY
HHI: >$200K
Character: Segment B
Motivations
Personality
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
APY
Points
Savings
Credit
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
PERSONAS ARE POLARIZING
Guess Who?
Lisa Vissichelli
UXPA 2022
Guess Who is Polarizing?
Lisa Vissichelli
UXPA 2022
Guess Who is Polarizing?
Lisa Vissichelli
UXPA 2022 Sources: Photos from iStock, Text from @Lisa Vissichelli 2022
Guess Who is Polarizing?
Unconscious bias
towards white
male(85%) leadership
causes DEI challenges
- Mercer
47% are the
‘Breadwinners’, 50%
manage the majority of
the household workload.
- Motherly
60% of Doctors
under 35 were
woman in 2019
- Washington Post
50+ is the average
age of small
business owners
- Experian
POLARIZING
POLARIZING
POLARIZING
POLARIZING
Lisa Vissichelli
UXPA 2022 Sources: Photos from iStock, Text from @Lisa Vissichelli 2022
59%
Lisa Vissichelli
UXPA 2022
95% 90%
Americans think news
organizations do not
understand people
like them
- PEW
purchasing decisions are
subconscious
- Digital Humans
information transmitted
to the brain is visual
- MIT
Lisa Vissichelli
UXPA 2022
82%
companies using personas improved
their value proposition
- SharpSpring
Inclusive
Archetyping
Lisa Vissichelli
UXPA 2022
Sources: Photos from iStock,
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
©Lisa Vissichelli 2022
Sources: Photos from iStock,
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
©Lisa Vissichelli 2022
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
Sources: Photos from iStock,
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
The Protector
The Mom
©Lisa Vissichelli 2022
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
Make it Metaphoric
The Protector The Lone Wolf The Chameleon The Socializer
©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
1. Focus on representing
motivating traits
1. Look for a unifying decision or
motivation that diversify each
personality
1. Explore characteristics that
can be exaggerated into
visualizations
Analogy
Tips
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
Inclusive Archetyping
Life Stages
Lisa Vissichelli
UXPA 2022
Sources: Photos from iStock,
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
Lisa Vissichelli
UXPA 2022
©Lisa Vissichelli 2022
Copyright ©Lisa Vissichelli 2022
Find a Comparative Analogy
Leading Juggling Balancing Training
Lisa Vissichelli
UXPA 2022
©Lisa Vissichelli 2022
©Lisa Vissichelli 2022
©Lisa Vissichelli 2022
©Lisa Vissichelli 2022
1. Focus on how the path ahead is
different for each use case
1. Showcase the barrier to
overcome in each situation.
1. Explore how behaviors can
fluctuate or change.
Life Stages
Tips
Lisa Vissichelli
UXPA 2022
Copyright ©Lisa Vissichelli 2022
Inclusive Archetyping
Task Oriented
Lisa Vissichelli
UXPA 2022
Lisa Vissichelli
UXPA 2022 Sources: Photos from iStock,
Diving
Personify The Path
Growing Defending
Lisa Vissichelli
UXPA 2022
©Lisa Vissichelli 2022
©Lisa Vissichelli 2022
©Lisa Vissichelli 2022
Task Oriented
Tips
1. Showcase the barrier to
overcome in each situation.
1. Simplify roles into objects or
symbols.
1. Explore scale and industry
nuance.
Lisa Vissichelli
UXPA 2022
Final Takeaways
Building Inclusive
Profiles
Lisa Vissichelli
UXPA 2022
Who are
they?
Find a Metaphor
Lisa Vissichelli
UXPA 2022
©Lisa Vissichelli 2022
What do
they do?
Look for Actions
Lisa Vissichelli
UXPA 2022
©Lisa Vissichelli 2022
Where
does the
path lead?
Identify Goals & Triggers
Lisa Vissichelli
UXPA 2022
©Lisa Vissichelli 2022
Take a card
Break the mold
Get started
Lisa Vissichelli
UXPA 2022
Let’s build a more
inclusive world
together
Lisa Vissichelli
UXPA 2022
Thank You!
Lisa Vissichelli
Lisavissichelli.com
Lisavissdesigns@gmail.com
Incite-Global.com
All illustrations, profiles and artifacts created by Lisa Vissichelli
©Lisa Vissichelli 2022
The rights to Guess who are owned by Hasbro and are referenced in an educational context
Photography all is from istock and was purchased for educational context

More Related Content

More from UXPA International

UXPA 2023: F@#$ User Personas
UXPA 2023: F@#$ User PersonasUXPA 2023: F@#$ User Personas
UXPA 2023: F@#$ User Personas
UXPA International
 
UXPA 2023 Poster: Pocket Research Guide - Empower your Solution and Foster Cu...
UXPA 2023 Poster: Pocket Research Guide - Empower your Solution and Foster Cu...UXPA 2023 Poster: Pocket Research Guide - Empower your Solution and Foster Cu...
UXPA 2023 Poster: Pocket Research Guide - Empower your Solution and Foster Cu...
UXPA International
 
UXPA 2023: Experience Maps - A designer's framework for working in Agile team...
UXPA 2023: Experience Maps - A designer's framework for working in Agile team...UXPA 2023: Experience Maps - A designer's framework for working in Agile team...
UXPA 2023: Experience Maps - A designer's framework for working in Agile team...
UXPA International
 
UXPA 2023 Poster: Atomic Research in Practice: Using a Feedback Repository to...
UXPA 2023 Poster: Atomic Research in Practice: Using a Feedback Repository to...UXPA 2023 Poster: Atomic Research in Practice: Using a Feedback Repository to...
UXPA 2023 Poster: Atomic Research in Practice: Using a Feedback Repository to...
UXPA International
 
UXPA 2023 Poster: Leveraging Dial Testing To Measure Real-Time User Frustrati...
UXPA 2023 Poster: Leveraging Dial Testing To Measure Real-Time User Frustrati...UXPA 2023 Poster: Leveraging Dial Testing To Measure Real-Time User Frustrati...
UXPA 2023 Poster: Leveraging Dial Testing To Measure Real-Time User Frustrati...
UXPA International
 
UXPA 2023: UX Enterprise Story: How to apply a UX process to a company withou...
UXPA 2023: UX Enterprise Story: How to apply a UX process to a company withou...UXPA 2023: UX Enterprise Story: How to apply a UX process to a company withou...
UXPA 2023: UX Enterprise Story: How to apply a UX process to a company withou...
UXPA International
 
UXPA 2023: High-Fives over Zoom: Creating a Remote-First Creative Team
UXPA 2023: High-Fives over Zoom: Creating a Remote-First Creative TeamUXPA 2023: High-Fives over Zoom: Creating a Remote-First Creative Team
UXPA 2023: High-Fives over Zoom: Creating a Remote-First Creative Team
UXPA International
 
UXPA 2023: Behind the Bias: Dissecting human shortcuts for better research & ...
UXPA 2023: Behind the Bias: Dissecting human shortcuts for better research & ...UXPA 2023: Behind the Bias: Dissecting human shortcuts for better research & ...
UXPA 2023: Behind the Bias: Dissecting human shortcuts for better research & ...
UXPA International
 
UXPA 2023 Poster: Improving the Internal and External User Experience of a Fe...
UXPA 2023 Poster: Improving the Internal and External User Experience of a Fe...UXPA 2023 Poster: Improving the Internal and External User Experience of a Fe...
UXPA 2023 Poster: Improving the Internal and External User Experience of a Fe...
UXPA International
 
UXPA 2023 Poster: 5 Key Findings from Moderated Accessibility Testing with Sc...
UXPA 2023 Poster: 5 Key Findings from Moderated Accessibility Testing with Sc...UXPA 2023 Poster: 5 Key Findings from Moderated Accessibility Testing with Sc...
UXPA 2023 Poster: 5 Key Findings from Moderated Accessibility Testing with Sc...
UXPA International
 
UXPA 2023: Lessons for new managers
UXPA 2023: Lessons for new managersUXPA 2023: Lessons for new managers
UXPA 2023: Lessons for new managers
UXPA International
 
UXPA 2023: Redesigning An Automotive Feature from Gasoline to Electric Vehicl...
UXPA 2023: Redesigning An Automotive Feature from Gasoline to Electric Vehicl...UXPA 2023: Redesigning An Automotive Feature from Gasoline to Electric Vehicl...
UXPA 2023: Redesigning An Automotive Feature from Gasoline to Electric Vehicl...
UXPA International
 
UXPA 2023: Rethinking Design Processes for Inclusion
UXPA 2023: Rethinking Design Processes for InclusionUXPA 2023: Rethinking Design Processes for Inclusion
UXPA 2023: Rethinking Design Processes for Inclusion
UXPA International
 
UXPA 2023: How We Experience Everything | And How To Design For It
UXPA 2023: How We Experience Everything | And How To Design For ItUXPA 2023: How We Experience Everything | And How To Design For It
UXPA 2023: How We Experience Everything | And How To Design For It
UXPA International
 
UXPA 2023: Dealing with Massive change: What we did when execs asked us to te...
UXPA 2023: Dealing with Massive change: What we did when execs asked us to te...UXPA 2023: Dealing with Massive change: What we did when execs asked us to te...
UXPA 2023: Dealing with Massive change: What we did when execs asked us to te...
UXPA International
 
UXPA 2023: Building and Evolving a Design System that Aligns UX Strategy with...
UXPA 2023: Building and Evolving a Design System that Aligns UX Strategy with...UXPA 2023: Building and Evolving a Design System that Aligns UX Strategy with...
UXPA 2023: Building and Evolving a Design System that Aligns UX Strategy with...
UXPA International
 
UXPA 2023: Let's Discuss Ethics and Politics in UX
UXPA 2023: Let's Discuss Ethics and Politics in UXUXPA 2023: Let's Discuss Ethics and Politics in UX
UXPA 2023: Let's Discuss Ethics and Politics in UX
UXPA International
 
UXPA 2023: You built it and no one came - why good designs miss and how to re...
UXPA 2023: You built it and no one came - why good designs miss and how to re...UXPA 2023: You built it and no one came - why good designs miss and how to re...
UXPA 2023: You built it and no one came - why good designs miss and how to re...
UXPA International
 
UXPA 2023: How to balance strong user experience with enhanced security withi...
UXPA 2023: How to balance strong user experience with enhanced security withi...UXPA 2023: How to balance strong user experience with enhanced security withi...
UXPA 2023: How to balance strong user experience with enhanced security withi...
UXPA International
 
UXPA 2023: How teams hire UX researchers today: A survey of current trends an...
UXPA 2023: How teams hire UX researchers today: A survey of current trends an...UXPA 2023: How teams hire UX researchers today: A survey of current trends an...
UXPA 2023: How teams hire UX researchers today: A survey of current trends an...
UXPA International
 

More from UXPA International (20)

UXPA 2023: F@#$ User Personas
UXPA 2023: F@#$ User PersonasUXPA 2023: F@#$ User Personas
UXPA 2023: F@#$ User Personas
 
UXPA 2023 Poster: Pocket Research Guide - Empower your Solution and Foster Cu...
UXPA 2023 Poster: Pocket Research Guide - Empower your Solution and Foster Cu...UXPA 2023 Poster: Pocket Research Guide - Empower your Solution and Foster Cu...
UXPA 2023 Poster: Pocket Research Guide - Empower your Solution and Foster Cu...
 
UXPA 2023: Experience Maps - A designer's framework for working in Agile team...
UXPA 2023: Experience Maps - A designer's framework for working in Agile team...UXPA 2023: Experience Maps - A designer's framework for working in Agile team...
UXPA 2023: Experience Maps - A designer's framework for working in Agile team...
 
UXPA 2023 Poster: Atomic Research in Practice: Using a Feedback Repository to...
UXPA 2023 Poster: Atomic Research in Practice: Using a Feedback Repository to...UXPA 2023 Poster: Atomic Research in Practice: Using a Feedback Repository to...
UXPA 2023 Poster: Atomic Research in Practice: Using a Feedback Repository to...
 
UXPA 2023 Poster: Leveraging Dial Testing To Measure Real-Time User Frustrati...
UXPA 2023 Poster: Leveraging Dial Testing To Measure Real-Time User Frustrati...UXPA 2023 Poster: Leveraging Dial Testing To Measure Real-Time User Frustrati...
UXPA 2023 Poster: Leveraging Dial Testing To Measure Real-Time User Frustrati...
 
UXPA 2023: UX Enterprise Story: How to apply a UX process to a company withou...
UXPA 2023: UX Enterprise Story: How to apply a UX process to a company withou...UXPA 2023: UX Enterprise Story: How to apply a UX process to a company withou...
UXPA 2023: UX Enterprise Story: How to apply a UX process to a company withou...
 
UXPA 2023: High-Fives over Zoom: Creating a Remote-First Creative Team
UXPA 2023: High-Fives over Zoom: Creating a Remote-First Creative TeamUXPA 2023: High-Fives over Zoom: Creating a Remote-First Creative Team
UXPA 2023: High-Fives over Zoom: Creating a Remote-First Creative Team
 
UXPA 2023: Behind the Bias: Dissecting human shortcuts for better research & ...
UXPA 2023: Behind the Bias: Dissecting human shortcuts for better research & ...UXPA 2023: Behind the Bias: Dissecting human shortcuts for better research & ...
UXPA 2023: Behind the Bias: Dissecting human shortcuts for better research & ...
 
UXPA 2023 Poster: Improving the Internal and External User Experience of a Fe...
UXPA 2023 Poster: Improving the Internal and External User Experience of a Fe...UXPA 2023 Poster: Improving the Internal and External User Experience of a Fe...
UXPA 2023 Poster: Improving the Internal and External User Experience of a Fe...
 
UXPA 2023 Poster: 5 Key Findings from Moderated Accessibility Testing with Sc...
UXPA 2023 Poster: 5 Key Findings from Moderated Accessibility Testing with Sc...UXPA 2023 Poster: 5 Key Findings from Moderated Accessibility Testing with Sc...
UXPA 2023 Poster: 5 Key Findings from Moderated Accessibility Testing with Sc...
 
UXPA 2023: Lessons for new managers
UXPA 2023: Lessons for new managersUXPA 2023: Lessons for new managers
UXPA 2023: Lessons for new managers
 
UXPA 2023: Redesigning An Automotive Feature from Gasoline to Electric Vehicl...
UXPA 2023: Redesigning An Automotive Feature from Gasoline to Electric Vehicl...UXPA 2023: Redesigning An Automotive Feature from Gasoline to Electric Vehicl...
UXPA 2023: Redesigning An Automotive Feature from Gasoline to Electric Vehicl...
 
UXPA 2023: Rethinking Design Processes for Inclusion
UXPA 2023: Rethinking Design Processes for InclusionUXPA 2023: Rethinking Design Processes for Inclusion
UXPA 2023: Rethinking Design Processes for Inclusion
 
UXPA 2023: How We Experience Everything | And How To Design For It
UXPA 2023: How We Experience Everything | And How To Design For ItUXPA 2023: How We Experience Everything | And How To Design For It
UXPA 2023: How We Experience Everything | And How To Design For It
 
UXPA 2023: Dealing with Massive change: What we did when execs asked us to te...
UXPA 2023: Dealing with Massive change: What we did when execs asked us to te...UXPA 2023: Dealing with Massive change: What we did when execs asked us to te...
UXPA 2023: Dealing with Massive change: What we did when execs asked us to te...
 
UXPA 2023: Building and Evolving a Design System that Aligns UX Strategy with...
UXPA 2023: Building and Evolving a Design System that Aligns UX Strategy with...UXPA 2023: Building and Evolving a Design System that Aligns UX Strategy with...
UXPA 2023: Building and Evolving a Design System that Aligns UX Strategy with...
 
UXPA 2023: Let's Discuss Ethics and Politics in UX
UXPA 2023: Let's Discuss Ethics and Politics in UXUXPA 2023: Let's Discuss Ethics and Politics in UX
UXPA 2023: Let's Discuss Ethics and Politics in UX
 
UXPA 2023: You built it and no one came - why good designs miss and how to re...
UXPA 2023: You built it and no one came - why good designs miss and how to re...UXPA 2023: You built it and no one came - why good designs miss and how to re...
UXPA 2023: You built it and no one came - why good designs miss and how to re...
 
UXPA 2023: How to balance strong user experience with enhanced security withi...
UXPA 2023: How to balance strong user experience with enhanced security withi...UXPA 2023: How to balance strong user experience with enhanced security withi...
UXPA 2023: How to balance strong user experience with enhanced security withi...
 
UXPA 2023: How teams hire UX researchers today: A survey of current trends an...
UXPA 2023: How teams hire UX researchers today: A survey of current trends an...UXPA 2023: How teams hire UX researchers today: A survey of current trends an...
UXPA 2023: How teams hire UX researchers today: A survey of current trends an...
 

Recently uploaded

Life upper-Intermediate B2 Workbook for student
Life upper-Intermediate B2 Workbook for studentLife upper-Intermediate B2 Workbook for student
Life upper-Intermediate B2 Workbook for student
NgcHiNguyn25
 
Digital Artifact 1 - 10VCD Environments Unit
Digital Artifact 1 - 10VCD Environments UnitDigital Artifact 1 - 10VCD Environments Unit
Digital Artifact 1 - 10VCD Environments Unit
chanes7
 
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
PECB
 
PCOS corelations and management through Ayurveda.
PCOS corelations and management through Ayurveda.PCOS corelations and management through Ayurveda.
PCOS corelations and management through Ayurveda.
Dr. Shivangi Singh Parihar
 
BBR 2024 Summer Sessions Interview Training
BBR  2024 Summer Sessions Interview TrainingBBR  2024 Summer Sessions Interview Training
BBR 2024 Summer Sessions Interview Training
Katrina Pritchard
 
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdfANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
Priyankaranawat4
 
How to Make a Field Mandatory in Odoo 17
How to Make a Field Mandatory in Odoo 17How to Make a Field Mandatory in Odoo 17
How to Make a Field Mandatory in Odoo 17
Celine George
 
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptxC1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
mulvey2
 
Pride Month Slides 2024 David Douglas School District
Pride Month Slides 2024 David Douglas School DistrictPride Month Slides 2024 David Douglas School District
Pride Month Slides 2024 David Douglas School District
David Douglas School District
 
Main Java[All of the Base Concepts}.docx
Main Java[All of the Base Concepts}.docxMain Java[All of the Base Concepts}.docx
Main Java[All of the Base Concepts}.docx
adhitya5119
 
How to Build a Module in Odoo 17 Using the Scaffold Method
How to Build a Module in Odoo 17 Using the Scaffold MethodHow to Build a Module in Odoo 17 Using the Scaffold Method
How to Build a Module in Odoo 17 Using the Scaffold Method
Celine George
 
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
Executive Directors Chat  Leveraging AI for Diversity, Equity, and InclusionExecutive Directors Chat  Leveraging AI for Diversity, Equity, and Inclusion
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
TechSoup
 
Community pharmacy- Social and preventive pharmacy UNIT 5
Community pharmacy- Social and preventive pharmacy UNIT 5Community pharmacy- Social and preventive pharmacy UNIT 5
Community pharmacy- Social and preventive pharmacy UNIT 5
sayalidalavi006
 
Walmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdfWalmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdf
TechSoup
 
Hindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdfHindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdf
Dr. Mulla Adam Ali
 
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPLAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
RAHUL
 
The basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptxThe basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptx
heathfieldcps1
 
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
National Information Standards Organization (NISO)
 
Cognitive Development Adolescence Psychology
Cognitive Development Adolescence PsychologyCognitive Development Adolescence Psychology
Cognitive Development Adolescence Psychology
paigestewart1632
 
Natural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama UniversityNatural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama University
Akanksha trivedi rama nursing college kanpur.
 

Recently uploaded (20)

Life upper-Intermediate B2 Workbook for student
Life upper-Intermediate B2 Workbook for studentLife upper-Intermediate B2 Workbook for student
Life upper-Intermediate B2 Workbook for student
 
Digital Artifact 1 - 10VCD Environments Unit
Digital Artifact 1 - 10VCD Environments UnitDigital Artifact 1 - 10VCD Environments Unit
Digital Artifact 1 - 10VCD Environments Unit
 
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
 
PCOS corelations and management through Ayurveda.
PCOS corelations and management through Ayurveda.PCOS corelations and management through Ayurveda.
PCOS corelations and management through Ayurveda.
 
BBR 2024 Summer Sessions Interview Training
BBR  2024 Summer Sessions Interview TrainingBBR  2024 Summer Sessions Interview Training
BBR 2024 Summer Sessions Interview Training
 
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdfANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
 
How to Make a Field Mandatory in Odoo 17
How to Make a Field Mandatory in Odoo 17How to Make a Field Mandatory in Odoo 17
How to Make a Field Mandatory in Odoo 17
 
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptxC1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
C1 Rubenstein AP HuG xxxxxxxxxxxxxx.pptx
 
Pride Month Slides 2024 David Douglas School District
Pride Month Slides 2024 David Douglas School DistrictPride Month Slides 2024 David Douglas School District
Pride Month Slides 2024 David Douglas School District
 
Main Java[All of the Base Concepts}.docx
Main Java[All of the Base Concepts}.docxMain Java[All of the Base Concepts}.docx
Main Java[All of the Base Concepts}.docx
 
How to Build a Module in Odoo 17 Using the Scaffold Method
How to Build a Module in Odoo 17 Using the Scaffold MethodHow to Build a Module in Odoo 17 Using the Scaffold Method
How to Build a Module in Odoo 17 Using the Scaffold Method
 
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
Executive Directors Chat  Leveraging AI for Diversity, Equity, and InclusionExecutive Directors Chat  Leveraging AI for Diversity, Equity, and Inclusion
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
 
Community pharmacy- Social and preventive pharmacy UNIT 5
Community pharmacy- Social and preventive pharmacy UNIT 5Community pharmacy- Social and preventive pharmacy UNIT 5
Community pharmacy- Social and preventive pharmacy UNIT 5
 
Walmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdfWalmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdf
 
Hindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdfHindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdf
 
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPLAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
 
The basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptxThe basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptx
 
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
 
Cognitive Development Adolescence Psychology
Cognitive Development Adolescence PsychologyCognitive Development Adolescence Psychology
Cognitive Development Adolescence Psychology
 
Natural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama UniversityNatural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama University
 

UXPA 2022 Personas are Polarizing: How to deepen customer connections with inclusive strategic design

  • 1. Personas are Polarizing Lisa Vissichelli UXPA 2022 Deepen customer connections with inclusive strategic design Personas are Polarizing Copyright ©Lisa Vissichelli 2022 All rights reserved. No repurposing of any kind is without permission in writing from the author. All illustrations, profiles and artifacts created and owned by Lisa Vissichelli and may not be reproduced or shared without written consent. The rights to Guess who are owned by Hasbro and are referenced in an educational context Photography all is from istock and was purchased for educational context Copyright ©Lisa Vissichelli 2022
  • 2. Lisa Vissichelli Lisa Vissichelli UXPA 2022 All rights reserved. Visuals may be shared for non-commercial use only All illustrations, profiles and artifacts created and owned by Lisa Vissichelli and may not be reproduced or shared without written consent. ©Lisa Vissichelli 2022 The rights to Guess who are owned by Hasbro and are referenced in an educational context Photography all is from istock and was purchased for educational context Copyright ©Lisa Vissichelli 2022
  • 3. Persona A persona, in user-centered design and marketing is a fictional character created to represent a user type that might use a site, brand, or product in a similar way. Marketers may use personas together with market segmentation, where the qualitative personas are constructed to be representative of specific segments. - Wikipedia Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 4. Meet John Doe About John ● John is saving buy new home and support growing family. ● He is balancing a stable income and was recently promoted ● John wants to make the most of assets and investments Challenges ● John is trying to future proof his finance but due to lack of experience and know-how he is stressed. ● He is unsure where to invest his money and how to plan for the future. Opportunity ● Help John feel supported in his decision making. ● Reassure him with clear guidelines and information. Age: 30-40 Work: Manager, Finance Family: Married with kids Locations: New York, NY HHI: >$200K Character: Segment B Motivations Personality Introvert Extrovert Analytical Creative Conservative Liberal Passive Active APY Points Savings Credit Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 5. Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 6. Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 7. PERSONAS ARE POLARIZING Guess Who? Lisa Vissichelli UXPA 2022
  • 8. Guess Who is Polarizing? Lisa Vissichelli UXPA 2022
  • 9. Guess Who is Polarizing? Lisa Vissichelli UXPA 2022 Sources: Photos from iStock, Text from @Lisa Vissichelli 2022
  • 10. Guess Who is Polarizing? Unconscious bias towards white male(85%) leadership causes DEI challenges - Mercer 47% are the ‘Breadwinners’, 50% manage the majority of the household workload. - Motherly 60% of Doctors under 35 were woman in 2019 - Washington Post 50+ is the average age of small business owners - Experian POLARIZING POLARIZING POLARIZING POLARIZING Lisa Vissichelli UXPA 2022 Sources: Photos from iStock, Text from @Lisa Vissichelli 2022
  • 11. 59% Lisa Vissichelli UXPA 2022 95% 90% Americans think news organizations do not understand people like them - PEW purchasing decisions are subconscious - Digital Humans information transmitted to the brain is visual - MIT
  • 12. Lisa Vissichelli UXPA 2022 82% companies using personas improved their value proposition - SharpSpring
  • 14. Sources: Photos from iStock, Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 15. ©Lisa Vissichelli 2022 Sources: Photos from iStock, Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 16. ©Lisa Vissichelli 2022 Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 17. Sources: Photos from iStock, Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 18. The Protector The Mom ©Lisa Vissichelli 2022 Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 19. Make it Metaphoric The Protector The Lone Wolf The Chameleon The Socializer ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 20. 1. Focus on representing motivating traits 1. Look for a unifying decision or motivation that diversify each personality 1. Explore characteristics that can be exaggerated into visualizations Analogy Tips Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 21. Inclusive Archetyping Life Stages Lisa Vissichelli UXPA 2022
  • 22. Sources: Photos from iStock, Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 23. Lisa Vissichelli UXPA 2022 ©Lisa Vissichelli 2022 Copyright ©Lisa Vissichelli 2022
  • 24. Find a Comparative Analogy Leading Juggling Balancing Training Lisa Vissichelli UXPA 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022
  • 25. 1. Focus on how the path ahead is different for each use case 1. Showcase the barrier to overcome in each situation. 1. Explore how behaviors can fluctuate or change. Life Stages Tips Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022
  • 27. Lisa Vissichelli UXPA 2022 Sources: Photos from iStock,
  • 28. Diving Personify The Path Growing Defending Lisa Vissichelli UXPA 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022
  • 29. Task Oriented Tips 1. Showcase the barrier to overcome in each situation. 1. Simplify roles into objects or symbols. 1. Explore scale and industry nuance. Lisa Vissichelli UXPA 2022
  • 31. Who are they? Find a Metaphor Lisa Vissichelli UXPA 2022 ©Lisa Vissichelli 2022
  • 32. What do they do? Look for Actions Lisa Vissichelli UXPA 2022 ©Lisa Vissichelli 2022
  • 33. Where does the path lead? Identify Goals & Triggers Lisa Vissichelli UXPA 2022 ©Lisa Vissichelli 2022
  • 34. Take a card Break the mold Get started Lisa Vissichelli UXPA 2022
  • 35. Let’s build a more inclusive world together Lisa Vissichelli UXPA 2022
  • 36. Thank You! Lisa Vissichelli Lisavissichelli.com Lisavissdesigns@gmail.com Incite-Global.com All illustrations, profiles and artifacts created by Lisa Vissichelli ©Lisa Vissichelli 2022 The rights to Guess who are owned by Hasbro and are referenced in an educational context Photography all is from istock and was purchased for educational context